SEO for Lawyers
What’s important when it comes to SEO for lawyers? Bottom line—produce targeted, high quality content that is easy to find. Sounds simple, right? It will be after I break it down and give you some ideas on what SEO for lawyers that is targeted, high quality, and easy to find looks like.
SEO for Lawyers: Target Your Audience
Targeted SEO for lawyers focuses on both keywords and content in equal measure. The goal is to be search engine friendly while:
- Ensuring content is optimized for your practice areas
- Using longtail keywords for short-term targeting in your local area
- Planning for long-term regional targeting with longtail keywords
How To Target Your Audience:
To get the right visitors to your site, first be very clear about your practice—your specialties, your strengths, your ideal clients. Then research and identify the proper keywords for your firm. Start by analyzing how people get to your site using Google Analytics. After that, use Google Adwords Keyword Tool and find new keywords to target your audience in both your local and regional markets. Finally, plan and write posts using those words and phrases to add value to your site as you build your content over time for marketing longevity.
SEO for Lawyers: Provide High Quality Content
You’re in a serious business that should be treated as such. Not all online marketing efforts are appropriate for your type of business. For example, you aren’t likely to make Vine videos or join in #Throwback Thursdays or run a giveaway promotion. Good SEO for lawyers concentrates on building credibility and reputation. Some tools to provide high quality content include:
- Press releases and press coverage
- Case studies and testimonials
- Articles in online journals or magazines
Why Provide High Quality Content:
Using trustworthy online resources to deliver your message will position you and your firm as experts. Having a presence in reputable journals, magazines, and websites will drive traffic to your site while improving the status and image of your firm.
SEO for Lawyers: Be Easy to Find
Not every SEO tactic for lawyers has to be a major time commitment. Some of the best ways to get seen are the easiest to implement including:
- Google My Business (formerly Google Places)
- Optimizing social media profiles for your practice areas
- Sharing content and giving readers a way to follow you
What’s the Upside of Being Easy to Find:
Signing up on Google My Business will boost your Google search presence while syncing your information with Google Maps and Google+. If your social media mirrors your site content with crossover bios, content, images, and color schemes, you will have message consistency that can reach all of your potential clients with the same unified look. After that, make sure you include clickable icons to make it easy for people to keep up with you on social media or subscribe to your blog.
SEO for Lawyers: Your Billable Hours vs. Expert Input
While some of these SEO tactics for lawyers are easy to implement, you may be busy running your practice. And that’s what web developers and SEO marketing experts are for. Just be sure to hire people familiar with SEO for lawyers or you could end up with some black hat tactics that will land you in court defending yourself.